Hashtags for Heroes

Campaign Description:

Raytheon is observing National Military Appreciation Month with the launch of Hashtags4Heroes, a cause marketing campaign to raise awareness and advocacy for the Wounded Warrior Project. By accessing the app, Twitter users invoke a special automated message that is added to the end of their individual tweets and points Twitter followers to a campaign website. To participate in the program, users visit www.hashtags4heroes.com and download the Hashtags4Heroes browser plug-in or mobile application.

Our Take:

This social media message campaign is part of a larger, 5-year commitment from Raytheon to WWP and provides an example of how messaging can play a central role in cause partnerships. Raytheon had hoped Hashtags4Heroes would hit 30,000 donated characters before Memorial Day. Just one week after launch, more than 125,000 characters have been filled with Hashtags4Heroes messages. The campaign is now hoping to donate 300,000 characters by May 31.